The Role of Packaging Design in U.S. Beverage Branding

PR is so important in brand building because it establishes credibility. With limited resources, public relations provides the best value while simultaneously delivering the highest level of credibility. PR creates brands by encouraging positive, widespread word-of-mouth. PR is one of the most powerful strategies to get people talking about your business and, more importantly, believing. As a result, public relations is the most effective tool for growing and sustaining your firm. A major mistake made by B2B organizations is to construct tradeshow booths that lack a demonstrable message and do not integrate their branding efforts. Amphenol-Tuchel Electronics, for example, left nothing to chance when preparing for Electronica 2004 in Munich. Electronica is one of the most major worldwide trade fairs in the electronic sector, with sections on electrical engineering, electronics, trade (distributors), telecommunications, engineering, service providers, software technology, and data processing. Amphenol-Tuchel Electronics operates independently inside Amphenol Corporation. It is a major company that develops, manufactures, and markets a wide range of electrical and electronic connections. In order to present a distinct image of their company, Amphenol hired an agency to assist with the trade show and communications idea, which included a motto, newsletter, and client invitations. 

Lapp Cable

Lapp Cable is another example of B2B branding, this time from the electronics industry. Lapp is a family-run firm with its headquarters in Stuttgart-Vaihingen. The Lapp Cable Company is part of the Lapp Group, which includes around 50 companies, 60 agencies, and approximately 2,600 workers. At the Hannover Fair 2004, they introduced themselves as one of the world's top suppliers of wires and cables, cable accessories, industrial connectors, and communication technologies. Their trade show tagline was "Get in Contact," which was interestingly conveyed in a short slow-motion film. The quite emotional short film depicted numerous sequences of contact being established, with the goal of creating a symbolic connection to the actual products of the company (as can be seen in Figure 25). Sponsoring

B2B brands frequently sponsor public events such as world-famous bike and motor races. Corporate sponsorship goals can include increasing income, creating a platform for growing partnerships, entertaining customers in a unique atmosphere, and providing advantages to staff. FedEx is an extremely active sponsor. While many firms attempt to raise brand awareness by sponsoring well-known events, FedEx sponsorships are designed to drive business, not exposure. It even incorporates sponsorships into the marketing mix, not the other way around. Certain events serve as content for media, promotions, employee incentives, and online. Examples include NFL-themed marketing, Orange Bowl-themed retail incentives, and PGA-related television commercials. The end outcome was the successful Fly Higher campaign. As previously stated, nothing was left to chance, from determining target figures to developing a multi-layer invitation concept, special training for trade booth personnel

Master Yachting

Another example of B2B sponsorship is supplied by Master Yachting. In August 2005, the charter company for first-class boats began supporting the Eichin Racing Teams in the German Porsche Carrera Cup. The yacht charter agency in Wuerzburg, Germany, is pioneering in this regard because it is the first time a German yacht agency has gotten involved in motor sports. The ultimate purpose of the sponsorship is to generate interest in the Porsche team's immediate environment and in firms with a stake in motorsports. This type of B2B marketing is quite successful since more and more businesses are seeing the value of yachting as a customer-drawing event for their own promotions. The response to Master Yachting's sponsorship quickly exceeded their own expectations. In the future, they are exploring a Formula One sponsorship. Bearing Point, one of the world's top business consulting and system integration businesses, stated in 2005 that the reigning Masters Champion Phil Mickelson has signed a three-year contract with the company, and he will continue to wear the BearingPoint logo on the front of his headwear during tournaments and other promotions. Mickelson will continue to represent Bearing-Point at different promotional and client events. UBS Another example is UBS. The Swiss bank was thrilled to retain its primary sponsorship of the Ravinia Festival in Chicago, evidently looking forward to another summer of magnificent music under the guidance of Ravinia's new Music Director, James Conlon. The list of unique sponsorships may go on and on, such as the City of Chicago investing in commercial airtime with CNN or providing a tour of Chicago's blues nightlife to visiting businesspeople. In all of these circumstances, it is vital to assess the effort, purpose, and success of any B2B promotion.

Advertising

For many people, it appears like the majority of modern advertising has lost its sense of purpose. Many TV ads and print advertisements emphasize the fun and amusing aspect, or experiential aspect, of their products and services in order to attract attention or be noticed. It sometimes appears to be the sole goal of the communication. In these circumstances, minimal awareness of a firm or brand is generated. Many marketers argue that this trend is deceptive if it remains "on the surface" as a simple advertising strategy. We also believe that every advertisement should have a clear message that is clearly related to the services; otherwise, it makes no sense to advertise in a way that does not reflect the product or service. The best approach is to strike a balance between factual information and emotional appeal. Advertising is most effective in reinforcing the brand basis of an already established brand. The client must be informed, and when salespeople are unable to do so owing to their limited reach, the corporation must use mass marketing to spread the word. But here's where the dilemma begins: mass marketing is quite expensive, and we all know that every penny counts. In most cases, only a few large corporations can afford to reach the minds of all potential customers through mass marketing; this is justified by the pull they create from private customers on their own B2B customers, as demonstrated by Deutsche Post's attempt to transition to the new international brand name DHL (see Figure 26). The company's trade show participation and subsequent revenue gains undoubtedly demonstrated the success of the sophisticated marketing plan, consistent planning of the trade show program, and fully integrated pre and post processing of all related actions and processes with a final ROI examination.